About Etheal

Digital advertising market of $229B is plagued by fraud traffic, brand safety issues, excessive middleman cuts, and absence of supply chain transparency. According to a survey of senior ad buyers worldwide these issues are top of advertiser concerns. Digital advertising market right now is in a pain and requires solution that will improve its efficiency saving billions of USD by making business relationships and payments reconciliation transparent to supply chain participants.

Papyrus is the world’s first scalable blockchain protocol specifically designed to fight all digital advertising issues - fraud traffic, brand safety issues, excessive middleman cuts, and absence of supply chain transparency. Unlike other existing blockchains it has unique features that make it feasible solution for practical adoption: low transaction costs, privacy management, execution of smart contracts based on large volume of data.

On top of blockchain platform Papyrus provides decentralized monitoring and money flow management tools to digital advertisers and publishers, which help them to get visibility on third parties and ad agencies, fight fraud, control money streams and optimize supply chain efficiency. These tools cannot be manipulated by any parties: data for monitoring is stored immutably, money flow management rules are automatically enforced by smart contracts. For example, advertiser can enforce automatic rules that say “fraudulent traffic won’t be paid for and brand safety violations will imply penalties for abusers”. Verifiers connected to the system provide data to verify these rules while blockchain guarantees their enforcement.